Towards the end of the year, FAW Group has made centralized high-level personnel adjustments to its two important joint venture segments – FAW-Volkswagen and FAW Toyota, and the sales leaders of the two companies have changed.
On December 10, FAW-Volkswagen officially announced that according to the needs of work, China FAW Group Co., Ltd. decided to study and decide that Nie Qiang will succeed Guo Yongfeng as the deputy general manager of FAW-Volkswagen Co., Ltd. (business) and General Manager and Secretary of the Party Committee of FAW-Volkswagen Sales Co., Ltd. Guo Yongfeng was transferred back to China FAW.
At the same time, a reporter from the Economic Observer Network learned from FAW Toyota that Dong Xiuhui will succeed Hu Shaohang as the deputy general manager of FAW Toyota Motor Co., Ltd., and concurrently the party secretary and general manager of FAW Toyota Motor Sales Co., Ltd. Hu Shaohang, the general manager of FAW Toyota Motor Sales Co., Ltd., will be transferred back to FAW Group as the deputy director of the group office.
As FAW Mazda announced last year to merge into Changan Mazda, FAW Group’s current joint venture segments include FAW Toyota, FAW-Volkswagen, and FAW Audi. The centralized adjustment of the sales of the two joint ventures reflects the new thinking and layout of FAW Group. It is reported that the current personnel of FAW Audi sales company has not been adjusted.
Both FAW-Volkswagen and FAW Toyota have experienced sales declines this year. Among them, FAW-Volkswagen sold 117,000 vehicles in November, a year-on-year decrease of 12.5%. From January to November, FAW-Volkswagen sold a total of 1.599 million vehicles, a year-on-year decrease of 1.4%. FAW-Volkswagen still ranks first among domestic car companies in terms of sales, but according to the sales target of 2 million units set by FAW Group for FAW-Volkswagen at the beginning of the year, the completion rate of FAW-Volkswagen in the first 11 months is less than 80%.
In addition, FAW-Volkswagen’s annual sales champion is also under test. BYD, which currently ranks second in the industry in cumulative sales, has sold more than 1.58 million vehicles from January to November, only 10,000 vehicles behind FAW-Volkswagen. BYD’s November sales were 100,000 more than FAW-Volkswagen. This means that this year’s sales champion may be taken away by BYD.
The performance of FAW Toyota is also not optimistic. Data show that FAW Toyota sold 50,000 vehicles in November, a year-on-year decrease of 38.8%; the cumulative sales from January to November were 697,000 vehicles, a year-on-year decrease of 5.9%. FAW Toyota put forward an annual target of 1 million vehicles at the beginning of this year, but its target completion rate in the first November was only less than 70%, and it is basically hopeless to complete the annual target.
There are multiple reasons why FAW-Volkswagen and FAW Toyota have not performed as expected this year. First of all, the production of the two car companies was greatly affected by the epidemic in March and April this year. Hu Shaohang once said that in the first half of the year, due to the epidemic, FAW Toyota had reduced production by 185,000 vehicles, a reduction of more than 30%. The FAW-Volkswagen Changchun and Chengdu factories also temporarily suspended some production lines due to the impact of the epidemic.
On the other hand, in the face of the new competitive environment of the rapid growth of new energy vehicles and the decline in sales and share of fuel vehicles, the electrification progress of FAW-Volkswagen and FAW Toyota has also slowed down. This is also a “common problem” of many joint venture car companies at present. The shortcomings of new energy vehicles restrict the overall competitiveness of joint ventures.
Based on the above development status, FAW Group’s high-level personnel adjustment for FAW-Volkswagen and FAW Toyota, although it is a routine rotation of group cadres, is also interpreted as FAW’s hope to start again with a new leadership team to seize a competitive advantage .
According to the data, Nie Qiang, the new deputy general manager of FAW-Volkswagen Automobile Co., Ltd. (business) and the general manager and secretary of the party committee of FAW-Volkswagen Sales Co., Ltd., has rich experience in brand building and marketing. , FAW Jiefang , FAW-Volkswagen, FAW Group and other sales fields.
Dong Xiuhui, who took over the deputy general manager of FAW Toyota Motor Co., Ltd., and the secretary of the party committee and general manager of FAW Toyota Motor Sales Co., Ltd., is also a veteran of FAW Group and had worked for FAW Toyota before.
According to the data, Dong Xiuhui participated in the preparation of FAW Toyota Sales Company in 2003. From 2005 to 2009, he served as the director of the sales planning department of FAW Toyota Sales Company. In 2008, FAW Toyota achieved sales of more than 370,000 vehicles, a year-on-year increase of 128%, ranking fourth in the industry. In 2009, Dong Xiuhui was transferred back to FAW Group and served as the deputy director of the Marketing Management Department of FAW Group. In July 2015, Dong Xiuhui served as FAW-Volkswagen’s deputy general manager (commercial) and general manager of the sales company, responsible for FAW-Volkswagen’s marketing work.
At the beginning of this year, FAW Group proposed to achieve the goal of achieving 4.1 million vehicle sales in 2022. Among them, FAW-Volkswagen aims to sell 2 million units, FAW Toyota 1 million units, Hongqi brand 450,000-500,000 units, and FAW Pentium 100,000 units. But near the end of the year, the brands of FAW Group have not met expectations. In addition to FAW-Volkswagen and FAW Toyota mentioned above, FAW Hongqi sold 217,600 vehicles in the first October, a year-on-year decrease of 7.8%, and FAW Bestune sold only 55,000 vehicles in the first October.
This round of personnel adjustment of FAW Group involves more than the above two joint ventures. On December 4, FAW Group announced that Liang Guiyou was appointed as a member of the Standing Committee of the Party Committee and Deputy General Manager of China FAW Group Co., Ltd., and he was clearly in charge of the products, technology and innovation of the group company.
According to the data, Liang Guiyou had successively served as the general manager of the Changan Automobile Group’s comprehensive management department and the vice president of Changan Ford’s technology and quality. In 2017, Liang Guiyou was transferred to FAW Group, and later served as the general manager of the project management department of FAW Group. Dean.
This article comes from the WeChat public account “Economic Observation Network” (ID: eeojjgcw) , author: Zhou Ju, 36 Krypton is authorized to publish.
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